Phil Clark, Digital & Audience Director for UBM Built Environment
, will be speaking on tomorrow's AOP B2B Conference
Analytics panel, discussing the evolution of effective analytics & data for media.
Smartphone ownership is forecast to reach 78% of the UK population within 3 years. While mobile ad revenue growth is very high, it is still only a tiny part of the ad mix. What needs to change to let it reach its full potential?
For me it’s all about confidence:
• More confidence from publishers on what the specific offering for mobile actually is from a content and commercial perspective.
• More confidence in mobile ad formats. In both offering impact and ROI for clients
• More confidence from clients and agencies to really start engaging with mobile both in supporting publisher platforms but also creating their own engaging mobile presence as well. After all sending our audience from our own nice shiny mobile sites to less than shiny and poorly functioning client sites isn’t really going to cut it What do you believe has been the biggest change in B2B media over the past 5 years?
Without doubt it’s the digital revolution and the analytics that it has ushered in. Today the power of the analytics tools we can use on the digital titles is so accurate it can break down all the constituent parts of the readership. We can find out who, what, where, when about readers and tailor the offer accordingly. We can match our conversation with what the reader wants and expects which gives us a degree of certainty to pass on to the advertisers. It’s not exactly a science now, but before it was much more about what your gut was telling you. It’s been a hugely important commercial development.
B2B seems to have worked out how to charge for content better than B2C. Are their lessons for media owners in the consumer space?
It comes down to your audience. In B2B we’re closer to the audience, often because we’re niche. It allows you to have a much more personal conversation with the reader, find out what they want, who they are, what they value and what they will pay for. We’ve invested hugely in research in this area. Consumer titles are often really broad which makes it hard to get the granular detail. We’re also really lucky that many of our subscriptions are corporate or expensed. The department’s head has worked out that the information we deliver has value and is willing to commit budget to it. I’m not sure that those are lessons for B2C, but I think that’s why the paid for content model works well for us.